Consumers of any product or service have always had a voice, but now they can amplify their voice tremendously by using social media. Everyday millions of conversations are occurring online about brands, products, and services. Consumers are the ones mainly driving these conversations. They take to social media to give positive and negative reviews and ask questions directly to companies. Customers have been leaving feedback on social media for years, and still majority of companies have yet to recognize the value of the consumer’s opinion. In this presentation you will learn best practices on how to handle all types of social media customer feedback, reasons to embrace customer feedback and turn it into a powerful customer experience insight.
3. SOCIAL MEDIA FEEDBACK ON THE
RISE
Social media has drastically changed the way brands and
consumers interact with one another. Customers are flocking to
social media to leave feedback about their experience, express
their opinions of a company, and ask questions.
More than ever a brand’s reputation is influenced by what
consumers are saying about the brand. It is now essential that
more time and resources are devoted to listening to and
responding to customers online.
According to Nielsen’s latest Global Trust in Advertising report,
online consumer reviews are already the second most trusted
source of brand information and messaging, with 70 % of global
consumers indicating they trust online reviews, an increase of 15
% in four years.
5. WHAT IS CUSTOMER FEEDBACK
Customer feedback is a term that describes the process of
obtaining a customer’s opinion about a business, product or
service. It can come from surveys, online forums and social
media. The vast amount of customer feedback nowadays is being
found on social media networks.
6. WHY & WHERE CUSTOMERS LEAVE
SOCIAL MEDIA FEEDABCK
71% of the consumers who
leave complaints online do
so after being disappointed
by traditional customer
service
The majority of social media
customer complaints are left
on Facebook
Facebook
71%
Twitter
17%
G+
6%
IG
5%
Edison Research
8. 86% of
consumers will
abandon a
business after
one negative
experience
Consumers are
twice as likely to
share a negative
experience than a
positive one
80% of consumers
research products
online every week
Responding to a
social media
complaint
increases
advocacy by 20%
24% of adults have
posted comments or
reviews online about
the product or service
they buy
9. LOOK AT SOCIAL MEDIA
FEEDBACK AS AN OPPORTUNITY
TO MAKE YOUR BUSINESS
BETTER & STRONGER
10. BENEFITS OF SOCIAL MEDIA
FEEDBACK
All social media feedback, good and bad, can help you better
understand your products or services. The benefits of having
customer feedback are many.
It informs product decisions and can help improve a product
Helps guide business strategy
Social media is your own focus group – insights in your hands with the click of
a mouse
Responding to customer feedback shows that your company is listening and
cares about customer concerns
Provides insights into what customers need and want to see in the future
Allows you to measure customer satisfaction – which can ultimately help with
customer retention
Can identify and create brand advocates
11. SOCIAL MEDIA FEEDBACK BAD
REACTION- CASE STUDY
British Airways came under fire for
providing bad customer service
when a customer paid for a
promoted tweet, to voice how upset
they were when the airline lost their
father’s luggage.
This tweet was seen by over 76,000
users
British Airways did not respond the
customer for over 8 hours
12. SOCIAL MEDIA FEEDBACK GOOD
REACTION CASE STUDY
Zappos is known for its
stellar 24/7 customer service
support, they even have a
dedicated Twitter support
handle, @Zappos_Service.
They answer the majority of
the questions they receive in
a timely and friendly manner.
Their responses are crafted
using personality and not a
canned response.
14. BEST PRACTICES ON HOW TO HANDLE
FEEDBACK
Establish a formal program for handling social media interactions,
and staff it appropriately
Listen to both sides and don’t react with emotion
Never attack the customer who made the complaint
Be authentic and positive in all dialogue
Train the team that handles social media interactions
Do not ignore
Do not send out a generic/ canned response
15. BEST PRACTICES ON HOW TO HANDLE
FEEDBACK - CONTINUED
Have someone monitoring social media activity over the weekend
or set up automatic alerts to be sent to social media leads to
inform them of a spike in conversations around the brand
Don’t be afraid to apologize, two of the most powerful words you
can use online are, “I’m sorry.”
Respond in a timely manner
Respond publicly to the customer and then direct them offline
Make amends – ask the customer what it is you can do to make it
right
16. CONCLUSION
Criticism is hard for any company to hear, but this type
of feedback can lead to a better and more successful
business.
Ignoring social media feedback is a missed learning
opportunity.
When companies listen, consumers remember.
Social media feedback is powerful and it’s not going
anywhere.
Embrace social feedback don’t ignore it!
17. “ENGAGING IN AN AUTHENTIC,
MEANINGFUL CONVERSATION WITH
CONSUMERS WILL BE THE KEY TO
MARKETING SUCCESS AND GROWTH,
EVEN IF THAT MEANS
ACKNOWLEDGING NEGATIVE
FEEDBACK; TRANSPARENCY IS
PARAMOUNT.” – RON BLAKE
19. SOURCES
7 Takeaways From Social Media Marketing World 2015– Social
Media Examiner
Examples Of The Good, The Bad & The Ugly Of Customer
Service On Social Media! – Get Spokal
Does Customer Service Actually Work on Twitter? 5 Brands That
Do It Well - HubSpot
5 Predictions About the Growing Power of Online Customer
Reviews – Entrepreneur